As sports streaming continues to fragment across platforms and services, finding live games and related content is becoming increasingly complex for Canadian fans. For streaming platforms, it’s also raising questions about how to simplify discovery, drive engagement and connect advertisers with passionate sports audiences. With the launch of Hockey Zone, Roku Canada is looking to address that challenge, bringing live and upcoming games, hockey movies, documentaries and more into one dedicated destination within its Sports Zone.
The launch builds on Roku Canada’s growing sports offering, with NBA Zone and NFL Zone also available, reflecting a broader shift toward curated, interest-driven experiences that make content easier to discover and encourage viewers to return.
For brands and advertisers, these destinations also point to new opportunities to connect with highly engaged audiences through contextual advertising and potential future sponsorships.
Big part of Canadian culture
Ivan Pehar, Director, Ad Sales at Roku Canada, said sports have always been a big part of Canadian culture, and hockey in particular brings people together in a way few other things can. What’s changing is how fans are finding and watching the content they love.
“Today, sports content is spread across more platforms and services than ever before. While that gives viewers more choice, it can also make finding a game or discovering something new more complicated than it needs to be
“I think the next evolution of streaming is really about making that experience simpler. Viewers shouldn’t have to spend time figuring out where to find their favourite teams or what’s available to watch. They should be able to turn on their TV and easily discover content that reflects their interests.
“That’s the thinking behind Roku Canada’s Hockey Zone. By bringing live and upcoming games together with hockey movies, documentaries and series in one dedicated destination, we’re helping make that discovery process more intuitive.
“And it’s not just hockey. With NBA Zone and NFL Zone also available in Canada, we’re seeing how these more curated, interest-driven experiences can play a bigger role in how Canadians navigate streaming. Ultimately, it’s about making it easier for people to spend less time searching and more time enjoying what they love.”
Driving content discovery
One of the things that makes sports so unique is the connection fans have with their favourite teams, players and leagues. That passion doesn’t begin and end with the game itself. Fans want to follow the stories, revisit memorable moments and stay connected to the sports they love throughout the season, noted Pehar.
“That’s where dedicated destinations like Hockey Zone become really interesting. Instead of treating sports as something viewers only tune into when there’s a live game, we have an opportunity to create a more complete entertainment experience around those interests. Someone might come to Roku looking for a hockey game and discover a documentary about a legendary player, a series exploring the sport or another piece of content they might not have otherwise found,” he said.
“For streaming platforms, making those connections is increasingly important. The easier it is for viewers to discover relevant content, the more reasons they have to keep exploring and coming back.
“And from a Canadian perspective, hockey is a natural place to build on that experience. It’s a sport with a deeply engaged audience, and creating a dedicated destination gives us another way to bring that passion into the streaming environment.”
The opportunity for advertisers
From an advertising perspective, what’s exciting about the evolution of streaming is the opportunity to better understand what audiences are interested in and create experiences that feel more relevant to them, added Pehar.
Sports are a great example because fandom is such a strong part of people’s identities. Whether someone follows hockey, basketball or football, there’s a real sense of community and connection around those interests.
“For advertisers, that creates an opportunity to think beyond simply reaching a large audience and consider the context in which they’re connecting with viewers,” he said.
When someone is actively exploring hockey content, for example, they’re already engaged in something they’re passionate about. That kind of environment can open the door to more meaningful brand connections, particularly when the advertising feels complementary to the viewing experience, shared Pehar.
“We’re also seeing a broader shift in how brands think about connected TV. It’s not just about visibility anymore. It’s about reaching the right audiences in relevant environments and finding ways to become part of the moments that matter to them,” he said.
“As destinations like Hockey Zone continue to evolve, there’s potential to explore new sponsorship and advertising opportunities that bring brands closer to these passionate communities.
“For me, that’s where the future of streaming advertising becomes particularly interesting: creating value for viewers first, while giving brands more thoughtful ways to connect with the audiences they want to reach.”
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